Wyoming Business Tips for Aug. 25-Aug. 31

August 19, 2013

A weekly look at Wyoming business questions from the Wyoming
Small Business Development Center (WSBDC), part of WyomingEntrepreneur.Biz, a
collection of business assistance programs at the University of Wyoming.

By John Privette, WSBDC regional director

“I don’t have the knowledge to optimize my business website
for search engines. What do I look for when selecting a SEO service provider?”
Bob, Cheyenne

Search Engine Optimization (SEO) techniques for your business
website requires a team of people who are experts in SEO best practices.

These techniques may include on-the-page and off-the-page
SEO methods. The team may include a specialist to submit your website to
different directories and search engines (Google, Bing and Yahoo); a specialist
to create and submit articles to online article marketing sites; a specialist
to create and manage your social media channels; a specialist to design and
implement SEO elements on your website; and a specialist to code the website to
make the navigation attractive to search engines.

Two things to
consider when evaluating an SEO service provider:

-- Effective SEO is an ongoing, iterative process over many
months. As a rule of thumb, the first 12 months are important in establishing
your brand identity using SEO methods. Inquire as to how the company works with
an SEO customer and what services are offered. Ask for references from
customers with a business website. Check a customer’s website to determine how
it ranks on a search engine for the respective keywords.

-- Be suspicious if an SEO service provider promotes a
“guarantee” that your website will rank in the first page of search results
every time. Algorithms (complex mathematical formulas) used by search engines
are guarded trade secrets and website ranking criteria change frequently. SEO
service providers will utilize SEO best practices, and know how to recognize
search engine algorithm changes and adjust tactics accordingly.

In summary, when searching for an SEO service provider, it’s
important to ask questions about their areas of SEO expertise and how they
manage an SEO project. Also, check customer websites and ask for customer
references. Working with a SEO service provider is an interactive process that
requires the service provider to be available for advice, input and feedback as
needed.

The WSBDC is a partnership of the U.S. Small Business
Administration, the Wyoming Business Council and the University of Wyoming. To
ask a question, call 1-800-348-5194, email wsbdc@uwyo.edu
or write 1000 E. University Ave., Dept. 3922, Laramie, WY, 82071-3922.